Branding Insights One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder

The big box retailers are singing the Amazon blues on a daily basis. They say that they can’t compete with Amazon’s model and the lower prices for commodities that it offers. While price is always important, I believe that the real issue is that their stores and brands just aren’t offering anything unique to engage customers.

Unless, of course, you are the retailer Loblaws. Currently, their President’s Choice (PC) brand is third on the Ipsos Reid list of Most Influential Brands in Canada…that’s 33 spots ahead of Loblaw’s itself.

The PC phenomenon speaks to the consumer’s relationship with a brand and its promise, versus that of a commodity. It also demonstrates that the power of the brand and branding can greatly outweigh the distribution channel and price.